The game was launched by Konami in 1999 in Japan and March 2002 in North America. It was named the top selling trading card game in the world by Guinness World Records on July 7, 2009, having sold over 22 billion cards worldwide. As of March 31, 2011, Konami Digital Entertainment Co., Ltd. Japan has sold over 25 billion cards globally since 1999. The game continues to gain popularity as it is played around the world, mostly in Japan, North America, Europe and Australia, and has been expanded with new rules and additions as the franchise grows.